4.1.3 IKEA's strategy He targeted his products at the emerging market segment of freshly established new families in the low to middle income group. He effectively broken away from cartel and in departing from established industry norms. He locate his stores in the suburbs,he was able to anticipate before his competitors the impact of the automobile on the buying habits of customers. His products and concepts were promoted unconventionally. He believed in pulling customers into the store by aggressive and conventional advertising,and particularly through catalog 2003-11-252003-11-25 4.1.3 IKEA’s strategy He targeted his products at the emerging market segment of freshly established new families in the low to middle income group. He effectively broken away from cartel and in departing from established industry norms. He locate his stores in the suburbs, he was able to anticipate before his competitors the impact of the automobile on the buying habits of customers. His products and concepts were promoted unconventionally. He believed in pulling customers into the store by aggressive and conventional advertising, and particularly through catalog